Loughbourgh University logo disaster

Another university identity change that has been blasted by students and alumni. One of the hardest things for any Designer or design team is create a new identity for an establishment that has existed for decades. With this particular re-brand I feel the back lash is justified. The logo lacks the sense of prestige and history, elements of any good university. This logo will date very quickly, something that I feel was not taken into consideration in the process.  The information in the article states that it was designed by an in-house team, which really means students.

Maybe an evolution of the original logo would have worked much better. It would have been keeping to the key elements of the original logo, but with a modern feel. It will be interesting to see how this plays out. I'll keep you posted:)